Mullen Repositions the 104-Year-Old Company in Dot-Com World
BOSTON–Sperry & Hutchinson has released its first consumer campaign since the 104-year-old company announced in 1999 that it was repositioning its Green Stamps program as digital rewards currency called “Greenpoints.”
A 30-second spot developed by Mullen, Wenham, Mass., takes the audience window shopping to the tune of “How much is that doggy in the window?” As the scene shifts to a girl purchasing a fox terrier puppy online, the spot closes with a voiceover: “Greenpoints. Earn them on the things you buy. Spend them on the things that make you happy.”
The ads attempt to romanticize the brand’s past while updating its image for the dot-com age, said Mullen senior vice president Sheila Leyne. “We’re trying to bring back the nostalgia without dwelling on it,” Leyne said.
In addition to TV, Mullen, which has been working with S&H since last Fall, has developed several radio spots and a companion national business-to-business print campaign for the Manchester, Mass., company.
The consumer portion of the effort will roll out regionally through the year as marketing partners are added nationwide. Spending for the campaign was not disclosed.
TV spots have just begun breaking in New York to support the company’s partnership with the Foodtown grocery store chain.
Through the partnership, Foodtown’s metropolitan New York customers will have the opportunity to earn 10 points for each $1 spent on most purchases, or to earn additional points when they purchase selected items. Shoppers can then redeem Greenpoints for merchandise through the S&H Greenpoints catalog or directly at the checkout counter.
Spots are appearing during Good Morning America, The Today Show, Live with Regis & Kathie Lee, Rosie, Oprah, Jeopardy, Wheel of Fortune, Entertainment To-night, New York Yankee games, Will & Grace, Who Wants to be a Millionaire, Friends, 20/20 and Dateline. Print will run in The Wall Street Journal, BusinessWeek and grocery trade publications.
S&H Greenpoints competitors include MyPoints, Flooz.com and beenz.com. The client’s offering differs from these because its points can be used as both an online and offline currency, Leyne said. K